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Designer Alex Perry Attaches Name to Fortitude Valley Project, Brisbane

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Written by Marc Pallisco   
Thursday, 19 May 2011 07:00

FASHION designer Alex Perry will attach his name to an 11-level Brisbane apartment tower.

Perry has teamed with private developer Chrome Property Group to come up with "Alex Perry Residential", a high end  apartment range, starting with a Fortitude Valley development where one-bedroom apartments will start from $375,000, and three bedroom flats are available for just under $1 million.

Alex Perry Residences will be developed on the corner of Ann and Chester Streets about 1.5 kilometres north of the Brisbane CBD.

The complex will include a 5-star hotel lobby, restaurant and bar as well as a rooftop Grecian inspired pool and lounge area.

The marketing initiative is the first time an Australian fashion designer has attached their name to a residential development. About three years ago, Melbourne developer R.Corporation appointed bikini model Jodhi Meares as an artistic collaborator for a South Yarra development.

Luxury designer Versace is associated with the Palazzo Versace on the Gold Coast and in Dubai. Giorgio Armani and Bvlgari also attach their names to hotels and resorts.

"My role as a couturier is to customise a garment to compliment the features and personality of its wearer," Mr Perry told the AFR. "I have applied the same principles to Alex Perry Residential - incorporating my knowledge of proportion, scale, colour and texture to spaces."

Coldell Banker Property director David Beard came up with the idea to create Alex Perry Residential about four years ago. Mr Beared is marketing flats in the proposed new project.